Amplitude vs Google Analytics (GA4) comparison

Compare pricing, deployment, product fit, integrations, and capabilities side by side.

Catalog capabilities may require a paid plan, add-on or hosted edition. “Not listed” means unverified here, not unavailable. Confirm the exact edition, usage limits and privacy settings.

Starting prices use different billing periods and usage units. Compare the same traffic, events, retention and seats.

Which platform fits your needs?

Choose Amplitude if

Growth teams and product managers who need advanced product analytics

Capabilities listed only for Amplitude in this selection

GDPR compliant CCPA compliant Session recordings Heatmaps A/B testing Personalization

Important considerations: Heatmaps require Plus or higher. Free and Plus plans meter event volume; advanced behavioral analysis, governance, SSO, and higher replay limits require custom tiers.

Choose Google Analytics (GA4) if

All website owners, from small businesses to enterprises

Capabilities listed only for Google Analytics (GA4) in this selection

Enterprise

Important considerations: GA4 has a steep reporting and consent-configuration learning curve; Analytics 360 pricing is not public and standard properties have lower limits.

Shared capabilities

Free plan Real-time data E-commerce tracking App analytics Event tracking Behavior analytics Funnels Revenue tracking Audience insights User segments Goals Data export Integrations Custom reports AI insights Retention analytics Cohort analysis Cross-device tracking

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Attribute	Amplitude	Google Analytics (GA4)
Overview	A digital analytics platform for product, growth, and marketing teams that combines product analytics with session replay, experimentation, feature delivery, and AI-assisted analysis.	Google's mainstream analytics platform for web and app measurement, built around GA4 events, attribution, advertising integrations, and BigQuery-connected reporting for larger deployments.
Pricing	Free includes 2M events/month; Plus starts at $0 with 2M events included and usage-based scaling; Growth and Enterprise are custom	GA4 standard is free; Google Analytics 360 is enterprise-priced via Google sales
Deployment	Vendor-hosted cloud	Vendor-hosted cloud
Best for	Growth teams and product managers who need advanced product analytics	All website owners, from small businesses to enterprises
Operator	Amplitude, Inc. Independent public company	Google LLC Subsidiary of Alphabet Inc.
Company base	San Francisco, United States · United States	Mountain View, United States · United States
Organization scale	780 employees · operator, as of 31 Dec 2025	190,820 employees · parent company, as of 31 Dec 2025
Recent direction	AI-assisted analysis Recent official evidence shows a focus on AI-assisted analysis.	marketing attribution Recent official evidence shows a focus on marketing attribution.
Key features	Product and web analytics Funnels and retention Session replay Heatmaps Experimentation Feature flags AI analysis Guides and surveys	Web and app event analytics Real-time reports E-commerce measurement Advertising attribution Audience building Explorations and funnels BigQuery export Google Ads integration
Important considerations	Heatmaps require Plus or higher. Free and Plus plans meter event volume; advanced behavioral analysis, governance, SSO, and higher replay limits require custom tiers.	GA4 has a steep reporting and consent-configuration learning curve; Analytics 360 pricing is not public and standard properties have lower limits.
Integrations	Segment, Zapier	Google Ads, BigQuery, Shopify
Fact check	We checked this information against official vendor sources on 2026-09-30.	We checked this information against official vendor sources on 2026-08-08.

Capability matrix

This matrix shows capabilities recorded in our catalog. Not listed means we have not confirmed the capability here. Check the linked vendor sources for plan, deployment, and usage limits.

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Attribute	Amplitude	Google Analytics (GA4)
A/B testing	Listed	Not listed
AI insights	Listed	Listed
App analytics	Listed	Listed
Audience insights	Listed	Listed
Behavior analytics	Listed	Listed
CCPA compliant	Listed	Not listed
Cohort analysis	Listed	Listed
Cross-device tracking	Listed	Listed
Custom reports	Listed	Listed
Data export	Listed	Listed
E-commerce tracking	Listed	Listed
Enterprise	Not listed	Listed
Event tracking	Listed	Listed
Free plan	Listed	Listed
Funnels	Listed	Listed
GDPR compliant	Listed	Not listed
Goals	Listed	Listed
Heatmaps	Listed	Not listed
Integrations	Listed	Listed
Personalization	Listed	Not listed
Real-time data	Listed	Listed
Retention analytics	Listed	Listed
Revenue tracking	Listed	Listed
Session recordings	Listed	Not listed
User segments	Listed	Listed

Full details: Amplitude Full details: Google Analytics (GA4)